Same Same But Even Better!

Marylouise Caldwell, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
[ to cite ]:
Marylouise Caldwell and Paul Henry (2012) ,"Same Same But Even Better!", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1083-1083.